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A homeless person approaches you during the lunch hour, appealing for a few dollars to buy lunch. You are moved to help, but you have a choice—you could either give the person a portion of your own sandwich to eat, or give them cash. Which would you prefer?

Now, consider a second scenario. Your friend approaches you at lunch, also appealing for a few dollars. Would you give to your friend part of your sandwich or the money?

Each year, the average American family donates approximately 3.4 percent of its discretionary income to charity. Most of these charitable contributions are made from October to December, known as the “giving season” in the nonprofit sector.

BUFFALO, N.Y. — When narcissistic individuals are able to imagine themselves in a victim’s situation, they are more likely to donate to charity, according to new research from the University at Buffalo School of Management.

The study, forthcoming in Personality and Social Psychology Bulletin, found that appeals explicitly asking donors to put themselves in the recipient’s circumstance were more effective at provoking concern and donations from narcissists than appeals that only described the recipient’s plight.

Whether the call to action is to support an important cause, save a life, or offer monetary support, new research shows it’s the personal connection of giving that makes the giver feel more generous. This giving of oneself, from a signature to blood, increases feelings of generosity and in turn, increases the likelihood of continued support of a cause, according to research published in Social Psychological and Personality Science.